Inbound is gaining budget share because it supports trust, intent, and sustained pipeline growth without constant spend pressure.
A recent industry analysis shows a clear change in how marketing budgets are being allocated. Around 72 percent of B2B marketers are now spending more on inbound channels such as SEO, educational content, partnerships, and building brand presence than on outbound efforts.
Cold outreach still plays a role, but the big lists and one-size-fits-all campaigns are losing priority. Instead, teams are choosing to be visible when buyers are actively researching solutions. That means showing up in search results, offering resources that answer real questions, and creating multiple touchpoints that build trust before the sales conversation even starts.
Marketers Are Increasing Inbound Budgets Over Outbound
Why It’s Happening
B2B buyers have more control over how and when they engage. Most will research multiple vendors on their own before speaking to sales. Interruptive tactics like unsolicited emails or ads often get ignored, while useful content and strong brand presence win attention. Marketers are seeing higher conversion rates when they focus on being relevant and helpful early in the decision process.
Who This Affects
If your marketing still relies heavily on outbound lists and cold contact, you may be missing buyers who are already looking for what you offer.If you have high website traffic but no clear lead capture plan, you’re letting potential interest slip away.If your content isn’t optimized for search or shared in the right channels, your competitors may be the ones getting found.
What You Should Do
- Create buyer-focused landing pages that answer specific needs
- Add lead magnets, short guides, or videos to high-traffic pages
- Build drip campaigns that guide prospects from initial awareness to readiness to buy
- Track signals like repeat visits, content downloads, and form submissions to trigger timely follow ups
Where Slixta Fits
With Slixta, you can connect inbound and outbound without juggling multiple tools. Build and publish landing pages, add popups or embedded forms to capture visitors, and send them directly into automated email sequences. You can also run targeted outbound campaigns to warm these leads further, keeping every stage of your funnel connected and measurable.
Final Thought
Inbound isn’t replacing outbound entirely - it’s shifting the balance. The marketers winning more deals are the ones who make themselves easy to find, helpful to learn from, and consistent in follow-up. If your strategy blends both approaches, you’ll be in a stronger position to meet buyers where they are and guide them forward.
